Case 2 A Healthy Image Mary Wilson was both nervous and excited as she opened her first staff meeting in the marketing department of St. Margaret’s General Hospital (Clow & Baack, 2010, p. 49). Mary is the new Director of Marketing and Communications for St. Margaret’s Hospital and has been tasked with increasing St. Margaret’s Hospitals increased visibility and image in the eyes of the public (Clow & Baack, 2010). Her long term goal is to attract the best possible physicians while increasing use of the hospital’s facilities and attracting more patients (Clow & Baack, 2010, p.49). There are four questions that Mary most look at and address as the new Director of Marketing and Communication for St. Margaret’s. First, what are the image issues for St. Margaret’s Hospital? Second, what are the brand-name issues; and if so should the brand name …show more content…
Margaret’s General Hospital does not have the correct image representation due to the lack of marketing representation which is needed to enhance the visibility of the St. Margaret hospital. Creating the proper image will make the hospital look more appealing in the community’s eyes. The lack of sufficient awareness about the quality as well as services that hospital presents has contributed to the declining market share of the St. Margaret General Hospital. Publicity should be enough to increase the image representation for the local community and to highlight the hospital’s remarkable service and reputation. The hospital must notify the local population through various communication outlets to improve the image of the hospital.
The chief image problem that the hospital faces is the entire nonexistence of brand supervision and business representation. St. Margaret General Hospital has to differentiate itself amongst its competitors by creating an image that makes them stand apart as well as highlighting its specialties. Communication and a clear message is certainly what the hospital needs to construct a strong
Given the long duration of patient quality problems, over ten years, at SGH, the communication plan may need to include not only the internal SGH stakeholders such as employees, but also external stakeholders both in the community, shareholders, and third party vendors. SGH is at greater business risk due to their previous attempts at improving quality and now potential lack of stakeholder confidence. Including stakeholders in the change management process allows the stakeholder’s viewpoint to coevolve with SGH to create a shared view of the change plan and how to measure change success (Windsor, 2010). Engaging with the stakeholders in change plan definition and focuses their energy on helping SGH with the change process, rather than undermining it (Windsor, 2010). Identifying all of the stakeholders for SGH, and engaging them in change communications and planning will assist SGH leadership in evolving the hospital towards a high patient quality
With 17 existing hospitals and ____ physician practices, the Greater New Orleans Region of Louisiana is not a practical choice for Kaiser Permanente expansion. The four parishes: Plaquemines, Jefferson, St. Bernard, and Orleans would not make for a successful business venture. This report examines how the Kaiser Permanente Brand and Strategy Division assessed the region and determined the region could not realize and expand the mission and vision for Kaiser Permanente…..
The success of the hospital comes from strategies that have been mentions ideally to moves the organization toward achieving its mission and vision; however, in order for the organization to achieve such success requires the leader to establish a final strategic thinking to allocate to the four previous strategies that was made and align orderly. Craig Hospital has an outstanding mission and vision with highly advance research and variety of rehab programs to assist patients in recovering which are the direction and adaptive strategies. However, the hospital heavily depend on charitable fund which can cause no limits to programs and financial issues; in this case it is market entry and competitive strategies that are the weaknesses in the
Honor Health is a hospital and physician provider system located in phoenix Arizona. Honor health is relatively new hospital chain, more specifically it is the result of a merger of Scottsdale hospital and the John C. Lincoln Health Network (Alltucker, 2013). Honor Health’s mission statement is relatively short, comprising only a single sentence. Their mission and vision statements are, “To improve the health and well-being of those we serve” and, “To be the partner of choice as we transform healthcare for our communities” (Honor Health, 2015). While their vision and mission statements impart a direction and goal for their organization, the vagueness of both statements may cause problems in guiding targeted strategic initiatives. This essay
For example, different departments focus on specific consumers groups in order to sell specific services like the HH providing advertising by way of the sports clubs in town to target and educate Moms and Dads while promoting the pediatric, orthopedic, and other services attempting to create relationships (Perkins 2015). Secondly, as HH Health System develops and possess state of the art technologies, focus shifts to the higher level professionals employed in Huntsville on Redstone Arsenal and NASA as well as advertising heart healthcare and services. Challengingly, healthcare providers must be able to relate to today’s consumer especially in the area of social media and mobile accessibility. HH Health system lagged behind in the ability to communicate with the “healthy” generation, consisting of people ranging from 18 to 40 years of age (Ingram 2015) Accordingly, in 2014, HH Health System contracted with Red Sage Communications to create a friendlier mobile design including all aspects of social
However, I found that community outreach is a weakness that could over time prove to be problematic. As a single mother of four young children, I was under the misconception that Children’s only treat very young children. I believe in part this is due to the lack of marketing that targets teen and adolescent children. The hospital would do well to do more targeted marketing to single mothers and young mothers alike. The offer a wide array of services that mothers would find to be beneficial if they were properly marketed. An increase in social media presence would help to connect Children’s with the said
Many small businesses don’t realize how important their company image really is. The following is a formula for low cost marketing for a small business to create or better their image. To find this formula I interviewed Evan Paull, the owner of a small sign making company based in Annapolis Maryland called ‘Independent Sign Consortium’ or ‘ISC.’ ‘ISC’ was started in 1996 and has had a steady growth ever since. I also interviewed Allison Green, the marketing director of ‘Revisions,’ ‘Revisions’ is based in Baltimore Maryland and is a non-profit organization dedicated to helping the mentally ill.
Brand Name: Our strong brand name is a major strength of Kaiser Permanente. Although we have do not have many established markets throughout the Southeast, customers, consumers, providers, regulators, and insurers would still recognize the value of Kaiser Permanente. The value associated with our brand name is an easily defendable qualitative factor, so competing organization would have a difficult time overcoming it.
Healthcare organizations are designed to meet the healthcare needs of individuals and promote a healthy community. The three healthcare organizations that interest me are: The Heart Hospital Baylor of Plano, Texas Health Center for Diagnostics & Surgery Plan, and Parkland Health and Hospital System. Due to evolving healthcare industry, focusing on just patients and physicians is no longer a marketing strategy. According to Mycek (2015), “Marketing teams need to expand their consideration set and focus on the new 5 P’s of Healthcare Marketing” (p. 1). The new 5 P’s of marketing now impact the marketing potential of healthcare organizations by offering changes in sales rep – physician access, purchasing, formulary decision making, and growing patient empowerment. The new 5 P’s of marketing are: Physicians, Patients, Payers, Public, and The Presence of Politics.
Patients make up a huge part in achieving service excellence for the healthcare industry. My healthcare facility helps the patients redeem themselves and correct with sensitivity. The patients are my customers, and my healthcare facility must remember our mission and vision of giving spectacular healthcare to our customers who are our priority. By giving quality customer service, my healthcare facility earns the gratitude and patronage of its patients. The patients pass their experiences to their families and that keeps my healthcare facilities’ reputation successful
Sharma, K. (2013). Health industry communication: New media, new methods, new message. Anvesha, 6(2), 55-56. Retrieved from http://search.proquest.com/docview/1460232741?accountid=458
Mayo Clinic is a hospital that is as well-known by many to be a haven of caring and concerned doctors whos’ sole focus is to give their patients the type of care they would want their families to receive if they were patients. According to Colquitt, LePine, and Wesson (Mayo Case Study, 2014), Mayo Clinic has established a customer service, patient first culture that puts the needs of those whom they serve ahead of other focuses, such as profit or patient quotas. This corporate culture has lead the hospital to become one of the most successful and iconic medical centers in the United States. Colquitt, LePine, and Wesson (Mayo Case Study, 2014) propose several very interesting questions at the end of the reading that they ask readers to ponder.
The Importance of Image in the Modern World Image is defined as the physical outward appearance that people view an individual or an object. Over the years, image has evolved from mere vanity to being regarded as a great importance in the modern world. It is not merely the vivid representation of a person or an object; it is a powerful tool used by us to impress and “wow” people, for self or even to make money. Image is also an important factor in society nowadays, as it draws a line between the popular people and the “fashion scum of society”; it separates the normal everyday products from the high-end gadgets. Image is indeed everything in the modern world today.
*Problems: How far can management push this branding strategy without undercutting the distinctiveness of each individually branded hotel?
With regard to the healthcare organization, it is essential to develop a strategic plan and a clear vision so that the patient focused care will be at par with the organizational process that is conducted operationally and on a daily basis. SSM Health Care has its call letters for meetings standardized at all their sites as part of its protocol. Its values and missions are attached to its call letter for meetings as constant reminders for their staff. Indirectly, this approach helps in translating our vision on how people should behave at SSM Health Care.